For Rent in Europe: Trendy Jeans, Washing Machines

Anouk Gillis often sports a pair of organic-cotton jeans she ordered online. But she doesn't actually own them.

Rather than buying the pants, which retail for around €100 ($135), Ms. Gillis signed a 12-month lease with their designer, the small Dutch fashion label Mud Jeans. The terms: a €20 deposit and monthly installments of €5.